Attracting Top Students to UWO

When SC began working with the University of Western Ontario on its 2002 undergraduate recruitment campaign, we started by analyzing a series of surveys and focus groups with high school students in Toronto.

UWO's long-term objective is to attract more high-achieving secondary school students from Ontario, particularly from the Greater Toronto Area, and to gradually raise its incoming entrance average.

We believed, based upon the research, that top Toronto students would reject any claims for superior faculty or resources, when the University of Toronto was on their doorstep. UWO's strength is its student-focused faculty, and the richness of the learning environment. We needed to sidestep student cynicism. Our creative strategy, "Ignite your intellect," spoke to the interests and needs of A+ students with a thoughtful, academic approach. It was intended to appeal to these students by emphasizing their own potential, not bragging about what Western had to offer.

We shot striking photographs of real Western students, and we captured some glances that seemed almost to ignite the words on the page. The creative concept was then applied to the university's Viewbook, website, and dozens of other print materials for student recruitment.

While the imminent double cohort doubtless contributed to this year’s results, the Registrar was pleased to see Fall Preview day attendance increase 77%, and first year applications increase by 24%. Western’s increase in first-year applicants (5,096) is second only to UofT in Ontario.

www.welcome.uwo.ca